Our co-founder Mohamed Poonawala grew up in the food trade, working in family-run restaurants.

After a successful career as a financial advisor, Mohamed opened his own restaurants and shops, combining his financial acumen with his passion for food.

During the pandemic, Mohamed saw that his restaurants were under-utilising their kitchen space. Ever the innovator, Mohamed began perfecting his first virtual brand – Wingology – which made use of spare capacity in his existing shops. Wingology was a smash hit. And that was just the start.

Mohamed was inspired to create a succession of daring and delicious virtual brands, bringing restaurant-quality food to the heart of people’s homes.

Mohamed proudly went about expanding his repertoire of high-quality, on-trend virtual brands – from Greek gyros to mouth-watering bao and rice bowls. But his dream didn’t stop there.

With the wider industry facing rising costs and eye-watering delivery charges, Mohamed saw an opportunity to use his existing kitchen capacity to create a different kind of virtual restaurant franchise.

To make the vision a reality, Mohamed teamed up with Mohammed Rahman – a long-time friend with a background as a pharmacist and founder of a successful healthcare business.

On first glance, food and pharma might seem like different worlds. But with Mohammed’s track record of successfully setting up and running his own businesses – and his skill for understanding operators’ needs – it was the perfect match.

With the dream team in place, Dish’d was born in 2023. The vision? To become the UK’s number one virtual brand franchise. A company run by operators, for operators, with trust and integrity the most important ingredient of all.